Role of local presence in online impulse buying

Charlotte Vonkeman*, Tibert Verhagen, Willemijn van Dolen

*Corresponding author for this work

Research output: Contribution to JournalArticleAcademicpeer-review

Abstract

This paper proposes and tests a model to explain how consumers’ perceptions of product presentation technologies may affect online impulse buying. Data from a laboratory experiment (N = 212), which were analyzed using a structural equation modeling approach, showed that vividness and interactivity of online product presentations increased the participants’ perceptions of local presence, which refers to the sense of a product being present with a consumer in his or her own environment. Local presence, in turn, influenced the urge to buy impulsively by generating both cognitive (perceived risk) and affective (product affect) product responses. The implications of these results are discussed.

Original languageEnglish
Pages (from-to)1038-1048
Number of pages11
JournalInformation and Management
Volume54
Issue number8
DOIs
Publication statusPublished - 1 Dec 2017

Keywords

  • Impulse buying
  • Interactivity
  • Local presence
  • Online product presentation
  • Vividness

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